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Most people that I know have owned a piece of Levi’s in their lives.
Although modern Levi’s isn’t the same as the Levi’s we know from the turn of the century or just the mid-twentieth century, the vision of the brand’s creators is still there.
The original Red Tab had “LEVI’S” in all capital letters on the front, no trademark and no writing on the back.
The design of The Red Tab was changed several times, with the trademark “R” and LEVI’S on both sides being introduced in 1950.
Much of their original archives were destroyed in the San Francisco earthquake in 1906 and subsequent fire.
Authentic Type I and II jackets are very sought after by collectors nowadays and commonly sell on the second market (e.g. The most common design is the Levi’s Type III jacket, also referred to as the “Trucker” jacket.
, a brand with such rich history and so many myths and legends attached to its name.
The brand was founded by two European immigrants in America, Levi Strauss and Jacob Davis with their patent for copper-riveted jeans.
The original use for the jeans was for miners during the Gold Rush–opportunists at the very bottom of the working class, venturing to California with very limited means, fighting the wilderness, each other, and deadly diseases eager to get a piece of the pie.
No one at the time could’ve had the slightest idea that the brand formerly known as The Two Horse Brand, would eventually grow so big that it could be seen on the likes of pop icons and presidents, let alone the entire world.
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Lemon yellow thread was phased out and replaced with orange thread as a main color, and around the late 60’s they stopped using it completely.